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Search Engine Optimization (SEO) for Remodeling Firms

For some remodelers, Search Engine Optimization is an option. But for more and more remodelers, SEO is becoming an essential part of their marketing toolkit. That’s why earlier this year Continuum Marketing Group launched our own SEO services program focused exclusively on the marketing needs of remodelers.

Search Engine OptimizationWhy do remodelers need such exclusive focus? Because SEO isn’t just about getting to the top ranking in any keyword phrase, but in the keyword phrases where enough people search for your type of services and who own homes in your service area. It’s about getting the types of visitors most likely to call you after visiting your website. This takes general SEO expertise, but it also takes more. It requires expertise in marketing remodeling firms, and an understanding of how homeowners buy remodeling services, website development, website optimization, web analytics, lead and sales tracking, and more. Getting you to number one in a search or getting people to click onto your site is SEO’s traditional role, but we know you are looking to connect the SEO to qualified leads and sales.

Four Steps to SEO Success

When done correctly, SEO has four main steps. These are:

  1. Setup: This is the initial company, industry and keyword research; development of an SEO strategy and plan; as well as setting up the website to be search engine friendly. This step also includes developing and registering special site maps with the major search engines so they know about your site, which makes it easier for them, and faster for you, to get indexed.
  2. On-Page SEO: Once the first step is done, ongoing efforts are required, including what is called “On-Page” SEO, which refers to adding and adjusting content and keywords on your site to help work your way to higher and higher rankings. If it has to do with something on your website, it is called On-Page and it needs to be an ongoing effort. (Note that some On-Page optimization work will have taken place during the Setup.)
  3. Off-Page SEO: On-Page efforts should happen in conjunction with ongoing “Off-Page” efforts. Essentially this is the building of back links from other sites to your companys website (home page or other “optimized and theme linked” landing pages) that have a large role in helping you get to the top listings. Back link quality and quantity both count.

    Some SEO service providers only offer on-page or off-page SEO services. The most effective programs use both on-page and off-page SEO.
  4. Ongoing monitoring, research, analysis, benchmarking and more: From the time Setup is complete and while on- and off-page efforts continue, it is critical that you continue monitoring your progress in getting effective page ranking on the search engines you wish to be found on. This will guide your actions on where to put your efforts for all the ongoing SEO work you do.

Other Steps to Help SEO Success Lead to Your Success

In addition to what is generally considered the end metrics of successful SEO (how high you rank in searches for a particular keyword or phrase), another measure of success is increased web traffic that converts to leads, which in turn converts to sales. Technically, this is not part of SEO, but “successful SEO” doesn't equal “successful business” unless your website and other marketing materials bring you qualified leads and you have a good close ratio. You need to support your SEO efforts with other marketing strategies and tactics to make sure that the money you are investing in SEO is translating into sales and making the feedback loop larger than just search engine ranking or site traffic.

Buyer Beware: Watch Out for SEO Service Provider Deceptive “Guarantees”

Perhaps the most abused guarantee by SEO service providers is to guarantee you “top” position in a major search engine. Any SEO service provider can guarantee you page one or top position on search engines, and deliver on that promise, if you let them determine the keyword or phrase you will be number one in or if you give them an unlimited budget to get you to the number one spot for a useful keyword phrase. A very specific search phrase like “Design Build Remodeling Contractor doing small kitchens in North Arlington, VA” may get you to the top of Google, but how many people are searching using that specific search phrase? Very few if any...but you will be #1. Plus, how many search terms do you have to be #1 in to be successful if you sell additions, kitchens, bathrooms, whole house remodeling, etc. From our perspective, such a “Top Rank” guarantee, while it may be technically true, is deceptive and misleading. In our opinion it reflects badly on the integrity of the SEO services provider making the claim.

Getting to a Top Search Engine Ranking

Like building a reputation or networking, getting top ranking on search engines takes time as well as all the skills mentioned above. Some keywords and phrases in your area may be easier and faster to get you an acceptable ranking – others could take more than a year. (Generally assume 9-12 months to see results.) Expect that modifications to the keywords and phrases you start with will need to continue so that you can exploit openings for useful keyword phrases or if the initial keyword phrase is just too expensive to rank high in. (For example, you may have problems ranking high in “Kitchen Contractor” but find that you can rank high in “Kitchen Remodeling Contractor” or “Kitchen Remodeler” or “New Kitchen” and the traffic to the alternative keyword phrases is substantial.) And remember that SEO is not something that you can "set and forget." Fresh content and regular site updates are needed for you to get to and stay at the top of a search engine ranking.

Want More Information about What Every Remodeler Should Know About SEO?

If you are a qualified remodeling firm, we will be happy to send you a complimentary copy of our exclusive white paper “The ABCs of SEO: What Remodelers Should Know Before They SEO.” It will provide you with more information about SEO and how to select an SEO service provider.

And, you can sign up for our information-packed 90-minute webinar “How to Get the Most Value from SEO, Pay Per Click (PPC)/Google AdWords, Social Media, E-newsletters, Local Search, Blogs and Content Marketing – What each is, what each does and how they can be used to enhance each other.” Sign up for this webinar today. It’s free if you are a Marketing Matters subscriber and sign up with the Promo Code BG1K2TR. Limited slots are available.

A Remodeler Asked:

Q: How should I promote my awards?

A: Awards are powerful tools for promoting your firm. They help differentiate you. When you win an award, the presenting organization usually provides information you can use to announce your award. Often this information is great as a starting point but talks more about the award and their organization than your company, the project and what it means to homeowners. We recommend using the information as a base and creating one or more of the following:

  1. A well-crafted letter or e-mail to your clients and circle of influence.
  2. A press release sent with the appropriate background information and to the right places.
  3. An article in your next newsletter or e-newsletter.
  4. Posting information about your award on your website.
  5. Doing a blog post and/or social media post(s) about your award.
  6. And, of course, let the homeowner whose home won the award know about the award THEIR home won and thank them in a meaningful way.

While it’s important to get the word out, be careful to use the right wording for each message. Each type of communications requires different type of copy. Continuum and our clients have found that using the above tactics work well when used properly.

We have a great deal of experience helping remodelers make the most of their awards. We even offer “Awards Packages” where we write all the pieces you need – emails, press release, online blurbs, etc. and in some cases handle the distribution – to create maximum exposure for your award and your website. To learn more, e-mail David Alpert now or call 703-759-0106.

Results: The Continuum Marketing Group
Remodelers' Poll on SEO

In our last poll about remodelers’ level of Search Engine Optimization (SEO) knowledge, 71% of respondents said that they need to learn more about SEO. And 29% said they “seriously” need to learn more about SEO. No one indicated on the survey they only needed to know a bit more or already knew enough about SEO.

If you would like to learn more about SEO, contact us today and request our special white paper called “What Every Remodeler Should Know About Search Engine Optimization (SEO).”

Help Continuum Get a Custom Facebook URL.
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If you have a Facebook profile (personal or business), please search for the Continuum Marketing Group company page and “Like” us. Also, ask a friend or coworker to “Like” our company page as well. If we get enough people liking it, we can get a custom Facebook URL. And we would "Like" that!


Comments & Questions
If you have questions or topics you would like us to address in future issues of Marketing Matters, please let us know. Send them to editor@continuum-mg.com.

Sincerely,

David Alpert
David Alpert
President, Continuum Marketing Group, LLC

November 2010
Continuum Marketing
Group LLC


Serving Smart
Remodelers Nationwide

PH: [703] 759-0106
FX: [703] 759-0512

info@continuum-mg.com
Continuum-MG.com
ContinuumExpress.com

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In This Issue
 

Search Engine Optimization (SEO) for Remodeling Firms

White Paper and Webinar: Learn More About SEO

A Remodeler Asked...  How should I promote my awards?

This Month’s Poll Results

How You Can Help Continuum Get a Custom URL on Facebook

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Members of:


• NARI - National Association of the Remodeling Industry

• AMA - American Marketing Association

• DC Web Women

• Remodelers Advantage MemberPerks

Our Services

Continuum
Marketing Group

Smarter Marketing
for Remodeling Firms


Full-service, strategic and tactical integrated marketing services for remodeling firms, featuring our special & exclusive ASPIRE-CM® methodology:

    Assessment
    Strategy
    Plan
    Implementation
    Review
    Evolution

For more info go to Continuum-MG.com

Continuum Express
For remodeling firms interested in specific tactical services, tools and programs

We offer Full Service, Assisted and Do-It-Yourself services for:

• Custom Targeted
e-Newsletters

• Custom Targeted Print Newsletters

• Jobsite Post Card Mailings & Marketing

• Highly Targeted Mailing Lists

• Website Development

• Web Hosting and
e-Mail Hosting

• Search Engine Optimization

• Pay-Per-Click Search Engine Marketing

• e-Surveys and Polls

• Cost Effective Short-Run Online Printing

For more info go to ContinuumExpress.com

Our Services

Continuum
Marketing Group

Smarter Marketing
for Remodeling Firms


Full-service, strategic and tactical integrated marketing services for remodeling firms, featuring our special & exclusive ASPIRE-CM® methodology:

    Assessment
    Strategy
    Plan
    Implementation
    Review
    Evolution

For more info go to Continuum-MG.com

Continuum Express
For remodeling firms interested in specific tactical services, tools and programs

We offer Full Service, Assisted and Do-It-Yourself services for:

• Custom Targeted
e-Newsletters

• Custom Targeted Print Newsletters

• Jobsite Post Card Mailings & Marketing

• Highly Targeted Mailing Lists

• Web Hosting and
e-Mail Hosting

• Search Engine Optimization

• Pay-Per-Click Search Engine Marketing

• e-Surveys and Polls

• Cost Effective Short-Run Online Printing

For more info go to ContinuumExpress.com

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

We recommend that
you look into these
fine companies...
They complement the services we provide and many of our clients have found them to be helpful.
Remodelers Advantage Inc. Remodelers Advantage Inc. provides peer group roundtables, seminars, consultation, training and much more.
GuildQuality GuildQuality provides customer satisfaction survey services that help remodelers adjust and improve their internal and external processes and procedures.